Howden Maxi Insurance Broker

What Howden Maxi Insurance Broker does

Howden Maxi Insurance Broker Co., Ltd. (บริษัท ฮาวเด้น แมกซี่ อินชัวรันส์ โบรกเกอร์ จำกัด) is a Thailand-domiciled private insurance brokerage operating as a subsidiary of Howden Group Holdings, a global insurance broker with presence across 56 countries and $38bn+ in premium under management. The company is headquartered at 2222/9 Ladprao Road, Bangkok, and operates two additional offices at CW Tower (Bangkok) and Phuket, employing a sales-led distribution model with dedicated phone hotlines and digital channels including e-Policy certificate delivery. Its core offerings span 15 insurance categories — motor, property, cyber, liability, aviation, engineering, trade credit, transportation, professional and financial, employee benefits, accident and health, jewellery and fine art, miscellaneous, M&A transactional, and private wealth — supplemented by a broad portfolio of promotional consumer products (health, travel, pet, flood, EV charger, personal cyber, tropical disease, OEM-branded motor).

The company generates revenue primarily through insurance brokerage commissions earned from insurers for placing business, operating on a quote-based pricing model with annual billing cadence determined by underlying insurer products. Customer segmentation is horizontal, targeting four groups: SMEs and large corporations requiring commercial coverage, international companies needing cross-border coordination via the Howden One Network, and individual consumers for personal lines. Distribution combines direct office sales, dedicated OEM partnerships (Honda and BMW motor insurance hotlines), digital marketing across Facebook, Line, Instagram, and LinkedIn, content marketing via a news-and-insights blog, and sponsorship activities including the XPENG International Ice Hockey Cup 2026.

The company is regulated by Thailand's Office of Insurance Commission under Non-Life Broker License No. W00021/2552 and Life Broker License No. CH00003/2558, and is registered with the Department of Business Development (No. 0105552084160). It received the Jittiwut Sasibutra Prime Minister's Insurance Awards 2021 for industry excellence. No AI/ML capabilities, funding rounds, mergers, acquisitions, or leadership changes are disclosed in the available data; the company operates within the broader Howden Group ecosystem without independent Thailand-specific revenue or premium-under-management disclosure.

Name

Howden Maxi Insurance Broker

Legal name

บริษัท ฮาวเด้น แมกซี่ อินชัวรันส์ โบรกเกอร์ จำกัด (Howden Maxi Insurance Broker Co., Ltd.)

Website

https://howdenmaxi.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

51–100 employees

Short description

Howden Maxi Insurance Broker is a Thailand-based private insurance brokerage subsidiary of global Howden Group Holdings, operating three offices in Bangkok and Phuket to deliver 15+ insurance lines — motor, property, cyber, liability, aviation, employee benefits, and trade credit — to SMEs, large corporations, international firms, and individuals via commission-based brokerage.

Ownership category

akta.pro rank

Product category

Insurance Brokerage

NAICS

Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Retail (Personal Lines) Insurance Brokerage (FSAEADAA)

akta.pro secondary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Insurance brokerage
• Commercial insurance
• Employee benefits
• Motor insurance
• Property insurance

Headquarters

HQ city

Bangkok

HQ country

Thailand

HQ region

Asia

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Insurance Brokerage Commission: Earn commissions from insurance providers for placing business. Premium under management model where the company administers and places insurance premiums on behalf of clients with insurers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Howden Maxi Insurance Broker is an insurance brokerage firm that places and services commercial insurance, employee benefits, motor, property, and personal insurance policies on behalf of clients in Thailand. The firm acts as an intermediary between clients and insurance carriers, providing risk advisory, policy placement, and dedicated claims support. It is part of the global Howden Group Holdings network, extending its reach beyond the Thai market.

Product overview

Howden Maxi Insurance Broker is a comprehensive insurance brokerage platform offering a diverse portfolio of insurance products and services. The core offering consists of 15 main insurance categories covering property, casualty, health, and specialty risks including motor insurance, property insurance, cyber insurance, liability insurance, aviation insurance, engineering insurance, professional and financial insurance, transportation insurance, employee benefits, and trade credit insurance. These core products are complemented by promotional and specialized insurance offerings such as health insurance promotions (Hello Health, Smart Care Cancer), travel insurance (Travel Easy, Travel Sabai), motor insurance partnerships (BMW Insurance Care, Honda Insurance Care), and niche coverage (Personal Cyber Insurance, EV CHARGER EASY, Pet Lover Insurance, Flood Protection Insurance). The company also provides employee benefits solutions including group healthcare, critical illness, life insurance, and global benefits management. Operating as part of the global Howden Group network spanning 56 countries with $38bn+ premium under management, the company serves SMEs, large corporations, and multinational clients through its Thailand-based offices.

Differentiator

Problem solved

Functional benefit

Products and services

• Commercial Insurance Commercial insurance brokerage services that place business insurance coverage for Thai companies, including complex multi-line programs for large corporations and standard commercial policies for SMEs.
• Employee Benefits Employee benefits insurance brokerage including group health, life, and welfare coverage programs designed for corporate clients of various sizes in Thailand.
• Motor Insurance Motor insurance brokerage placing both commercial fleet and personal vehicle coverage through partner insurance carriers in Thailand.
• Property Insurance Property insurance brokerage covering commercial buildings, assets, and residential property risks for business and individual clients in Thailand.
• Personal Insurance Personal lines insurance brokerage offering individuals in Thailand coverage options across personal risk categories, distributed through online channels and the office network.
• e-Policy Online Platform Online digital platform enabling customers to obtain quotes, purchase insurance policies, and manage their coverage electronically without visiting a branch.

Quantifiable outcome

• Premium under management of $38bn+ across global network

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Howden Group HoldingscoreOthersParent company and global network partner providing international insurance brokerage expertise, brand affiliation, and access to 56-country network across 56 countries with $38bn+ premium under management.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Lockton: Lockton is the world's largest independent insurance brokerage, with Asia-Pacific operations serving mid-market and large corporate clients. Its product mix, target segments, and relationship-led distribution closely mirror Howden Maxi's model.
• Aon: Aon is a global insurance and reinsurance broker with a Thai operation offering commercial brokerage, risk management, and employee benefits solutions. It competes head-to-head with Howden Maxi for multinational and large corporate accounts and is the closest scale competitor in Thailand.
• Willis Towers Watson: WTW is a global advisory, broking, and solutions company with insurance brokerage operations across Asia including Thailand. It directly overlaps with Howden Maxi in commercial P&C, employee benefits, and multinational client servicing.
• Arthur J. Gallagher: Gallagher is a global insurance brokerage and risk management firm with growing Asia-Pacific operations. It competes with Howden Maxi across commercial insurance lines and increasingly in specialty and employee benefits brokerage.
• Mars: Mars is one of the world's largest insurance brokers and risk advisors with a long-standing presence in Thailand. It serves the same SME, large-corporate, and multinational client base with the same full-service brokerage model as Howden Maxi, making it the most directly comparable competitor for both local and cross-border programs.

Broad incumbents

• Bangkok Insurance Public Company: Bangkok Insurance is one of Thailand's largest established general insurers offering motor, fire, marine, and miscellaneous insurance. It is a broad incumbent that competes for the same SME and consumer insurance wallet while also acting as a carrier for broker-placed business.
• MSIG Thailand: MSIG Thailand is a leading direct general insurer in Thailand underwriting motor, property, marine, and casualty lines. As a carrier rather than a pure broker, it is a broad incumbent that competes with Howden Maxi on direct distribution while also serving as a potential carrier partner.
• Dhipaya Insurance: Dhipaya Insurance is a major Thai general insurance carrier with broad product offerings across motor, fire, and specialty lines. It is a broad incumbent that competes in the same SME, corporate, and consumer risk segments Howden Maxi serves.

Emerging players

• Sunday Insurance: Sunday is a Thai insurtech offering digital motor and health insurance via a mobile-first platform. It is an emerging player whose direct-to-consumer model bypasses traditional brokers and represents the structural disintermediation risk Howden Maxi faces in personal lines.
• Roojai: Roojai is a Thailand-based digital-first insurer offering motor and personal lines directly online. It is an emerging player that pressures traditional brokers like Howden Maxi in standardized personal lines by reducing the value of intermediary-led distribution.

Market position

Competitive moat3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/howdenmaxi
• LinkedInlinkedin.com/company/howden-maxi
• Instagraminstagram.com/howdeninsurance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Howden Maxi Insurance Broker